Are You a Luxury Travel Snob?

I recently asked a travel agent panelist, sitting at a seminar I was moderating, what they would say to a client who called in wanting to book a simple hotel transaction at a three- or four-star property. But before I give you the answer, I have to give you some background. That panelist worked as an independent agent for a business that was associated with a luxury-focused agency marketing group.

I paraphrase her answer here: “I would tell that client that I focus on luxury travel and to book somewhere else.” I wasn’t making up some hypothetical customer. Indeed, it was a question that pertained to me. Despite the fact that I regularly book high-end hotels for my stays, and take extensive and expensive trips, there are times when I just need a clean room and a bed for a stay.

With a travel budget that runs well into the six figures, this travel agent would turn me away with an arrogance that is simply bad business. Instead of establishing a baseline relationship, and uncovering my travel needs and budgets, she simply said “no thanks” to thousands of dollars in potential commissions. Wow.

If that surprises you, then I’m surprised. I’ve heard this repeated many times over the years, yet I still find it perplexing. Perhaps it’s the attitude that “I’m an advisor” and “I want my clients to talk to me…” that is getting in the way of common sense.

Perhaps it’s the attitude that “I’m an advisor” and “I want my clients to talk to me…” that is getting in the way of common sense.

I’ve had a similar challenge with potential clients I’ve referred to various travel agents over the years. For instance, I recently referred a personal friend to an agent who has been very responsive and appreciative of these referrals. It was a last minute holiday trip for a family of five, interested in a getaway to Ecuador, Costa Rica, or something similar. Think adventure, value and relaxation. They didn’t want to break the bank, but they aren’t cheap. They saw it as an opportunity to work with a travel agent, something I regularly encourage on national television appearances, but didn’t get the chance in this case.

Since the agent hadn’t traveled to these locations, they politely turned down the lead. That was a big mistake, in my opinion. It goes back to the “I’m an advisor” mentality.

Here’s how I would have handled that request: I’d gather the facts about the group and ask a series of qualifying questions. I’d find out about prior trips that they loved, and what they did that they enjoyed the most. I’d ask about the ages of the children and where they had previously traveled. I’d then use that information to reach out to my tour operators who specialize in these particular destinations of interest, leveraging them to create a proposal around a great travel experience.

These clients would have been thrilled to work with an agent to do the research and put together a trip. Instead, they are calling various operators and trying to do it themselves. They lose in the process, as does the agency community.

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